#brandblue on the red carpet

At this year’s brand awards, the new thyssenkrupp brand came out top in the category “Best brand relaunch”. The winners couldn’t hide their delight – or their footwear.

Evening gowns, black suits, red carpet: When the “who’s who” of the German marketing scene gets together in Düsseldorf hoping to be honored, it can mean only one thing – it’s time for the brand awards. The team from thyssenkrupp provided this year’s ceremony with a touch of color. Blue sneakers instead of patent leather shoes, a blue truck instead of a stretch limousine: At the prize-giving ceremony in Düsseldorf CEO Heinrich Hiesinger and colleagues demonstrated their confidence and commitment to the brand and dressed accordingly.

After an hour the wait was over, and the winner was: #brandblue! Among other things, the judges praised the strategic brand promise and the fact that the new brand was introduced successfully on a much lower budget than would normally be available for a relaunch. The approach placed great importance on communicating the new brand within the company, so that colleagues around the world were not only informed about the new logo, they became ambassadors for the Group’s new brand promise and self-image – summed up in the slogan “engineering. tomorrow. together.”.

The relaunch of our brand was important because it puts the focus firmly on customers. But our employees love it too, and so do I.

Heinrich Hiesinger thyssenkrupp CEO